The post September 11, 2001, rhetoric of President George Bush examined in the context of Milton Erickson's hypnotherapeutic techniques: A discourse analysis of psychologically persuasive rhetoric

The purpose of this thesis was to explore the persuasiveness of Presidential rhetoric, after a national trauma, and to suggest a theory for its psychological effectiveness. Discourse analysis methodology was utilized to evaluate George W. Bush's September 20th, 2001, speech in the context of Erickson's hypnotherapeutic and classical rhetorical techniques. Eleven themes emerged: freedom under attack; terrorism; the United States is strong; Americans are unified and united; American values are good; the U.S. military is powerful and prepared; homeland defense; justice; world leaders support the United States; war against terrorism; and the importance of respecting the Judeo-Christian God. Findings suggest persuasiveness was based on appeals to emotions, primarily fear; rhetorical techniques; fallacies of critical thinking; and appeals to the unconscious. Findings contribute to understanding the power of persuasion to influence the public's values in order to direct national agendas.